It always adds a level of prestige and security when any organization gets accredited. Which is exactly what Pinterest was able to do by gaining its Media Ratings Council (MRC) accreditation for its ‘Display Pin Impressions’ and ‘Pin Clicks’
This is a big achievement for Pinterest since this accreditation also means that their platform now provides more assurance for marketers. It’s a more viable marketing channel now because it meets the MRCs standards for accuracy and quality assurance. A little background (and for a little added context), the MRC is a US-based non-profit organization that manages and oversees accreditations and audits of market research and audience rating services; it’s a relatively large group that functions as quality control and assurance for various online firms and platforms.
Pinterest explains:
“We let the MRC in under the hood to understand how Pinterest measures, according to industry standards. Obtaining accreditation means that Pinterest met or exceeded compliance with industry standards to measure display impressions and display clicks. This includes invalid traffic filtration for activity from bots and crawlers.”
What this means for advertisers is that they are now given more assurance that data acquired from Pinterest is reflective of real people engaging with their content, Pins and Pins Ads included. More integral data encourages more ad spend, thus making this truly advantageous for Pinterest, especially just before the holiday season kicks in.
In light of Pinterest’s other recent achievements, most of which have more to do with non-business elements, this comes as a refreshing surprise because it shows you exactly how flexible and versatile a platform Pinterest is. With how people are gravitating towards more inclusivity online, this is an important dynamic to take note of as it adds more viability to Pinterest as a future-ready channel.
The Wrap
On the note of flexibility, Pinterest is working to build its business tools to capitalize on the rising interest in eCommerce. Pinterest experienced major usage growth over the last 18 months, and while it has lost some of that momentum as a result of easing COVID restrictions worldwide, the added exposure and reach potential found in Pins, particularly through promoted campaigns, present new avenues for brands to maximize their branding and sales.
Pinterest is also investing in new content formats, which is essential as social media continues to evolve, like Idea Pins. Idea Pins is Pinterest’s take on ‘Stories’ and leans on video to maximize user interest on the platform. In the border sense of things, this also touches on the fact that most platforms are slowly leaning towards content that revolves around short-form video.
Overall, the MRC accreditation gives Pinterest somewhat of an edge in terms of business viability. This doesn’t mean that Pinterest is automatically the “superior” choice, but rather that it’s backed and verified by a third-party group so as to attest to the platform’s quality and trustworthiness; two important elements that often secure entire businesses.
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